One of Cadillac's performance-focused models, the ATS-L, boasts an impressive 0 to 100 straight-line acceleration score of 8.8 seconds. How can we creatively convey this information effectively in an advertisement to make consumers remember this outstanding achievement? We effectively utilized the "time length" of the ad by using only the actual 8.8 seconds for our acceleration demonstration. In contrast, the remaining time was used for humorous communication with the consumers. With this idea in mind, we created an excellent advertisement concept that has won numerous awards.

Cadillac ATS-L

8.8 Seconds